Bangkok--7 Mar--PolyPlus PR
"Oishi Group" still keeps its position as "a leader in Japanese-styled food and beverage business". Its total sales volume and profit have increased against economic situations. It is moving forward and penetrating both local and foreign markets to achieve the company's target growth continuously and sustainably. The company expects that the green tea market will grow by about 9% or 14,000 million baht while the food business has been targeted to earn 7,000 million baht or grow by 7% as a result of branch expansion and strategy strengthening. Meanwhile, the income of 7,000 million baht or 11% for the beverage business has been expected due to intensive and complete marketing.
Mr.Marut Buranasetkul, President & CEO of Oishi Group PCL., revealed that "regarding the annual operation for 2015, Oishi Group had the total sales revenue of 12,879 million baht or 4% increase from the previous year. The revenue from the food business amounted to 6,572 million baht or 0.5% decrease from last year because of economic recession caused by many factors. However, the beverage business accounted for 6,307 million baht or 9% increase. Its total net profit was 712 million baht or 36% increase from the previous year. The overall sales target for 2016 will be 9% or 14,000 million baht: 7,000 million baht each for food business and beverage business (50: 50). The total investment budget of about 1,480 million baht has also been allocated to expand the production capacity of the 4th line of cold aseptic filling and food restaurants.
"In 2016, we still build up according to the vision of 2020 in line with the policy of Thai Beverage Group. "Oishi" is still one of the key flagships in the non-alcohol beverage business that consistently adheres to five main strategies: (1) Growth that uses product innovation to drive and expand the CAF Line 4 to meet the demand of the green tea market that is likely to get bigger in the Asian region. A modern central kitchen that meets the global standard is provided to produce raw materials to supply to restaurants in its chain and to produce ready-to-eat frozen and chilled food for sale nationwide and export. (2) Diversity stresses multi-diversity in terms of products, personnel and domestic and international markets. (3) Brands emphasize the strength of Oishi brand through product innovation and creative marketing activities guaranteed by a large number of awards like Superbrand 2015 Awards, Thailand's Most Admired Brand 2015, etc. (4) Reach applies strong potential of an alliance network in Thai Beverage Group to help distribute products from Thailand and the Asian region such as Malaysia, Singapore, Myanmar, Laos and Cambodia. So far, Oishi beverage has stepped in the king of the ready-to-drink tea market in Laos and Cambodia. At the same time, Shabushi by Oishi Restaurant has been welcomed in the Asian market and become one of the popular restaurants in Myanmar as can be seen by the opening of three branches. The last strategy (5) is professionalism with both local and regional professional team who has exchanged their knowledge and experience leading to maximum work efficiency."
"Today Oishi Group has made a strong progress. This year the company firmly focuses on product development, branding and distribution channels and route to market. That is in the food business by strengthening brand to get along with international modern trends and consistent with refresh branding to upgrade all brands in its chain to have a better image and identity. Because of this, its distinction and difference can bring about exciting and interesting feeling to customers. As for the beverage business, it is a kind of business pride because its sales rise continuously and sustainably despite economic recession or even without promotion Oishi sales remain high. According to the latest survey, Oishi brand get a score in the field of health brand which is increasing consistently. Moreover, because of potential branches including Thai Beverage, Serm Suk and all efficient teams, they can help each other resulting in successful sales and brands."
Mr.Paisarn Aowsathaporn, Executive Vice President, Food Division, OISHI Group PCL. Disclosed that "last year the food business posted the total sale revenue of 6,572 million baht divided into 1) 94% revenue from the restaurant business and 2) 6% revenue of the total sales from the ready-to-eat food business with the net profit of 71 million baht.
"In 2016, the company has planned its revenue from the total sales to reach 7,000 million baht or around 7% growth. In addition, it will drive and run a business in proactive implementation through comprehensive development strategies, starts from 1) Research and Reform the image of brand to create "the value" from product and service to deliver an impressive experience to target consumers 2) Development and Innovative for product and service to meet the increased and changable demand of consumers all the time 3) Good Value, Good Cost to present the quality of product and service via creative marketing activities throughout the year."
"In the meanwhile, the comoany also aims to the investment of expanding service areas and its Japanese restaurant branches in Oishi Group to cover as much as possible both department stores and modern shopping malls like Big C Supercenter, Tesco Lotus in 30 domestic and international branches (from the 241 existing branches). Shabushi by Oishi, Nikuya by Oishi and express service Japanese restaurants like "Kakashi by Oishi" are flagships."
"Furthermore, the company still prioritizes development of "innovation" together with research and development to add value to products and services. A new product of Oishi Gyoza "mixed flavor" has been launched recently. Large pieces of Japanese Gyoza fully stuffed with 1) pork, 2) chicken, 3) shrimp 4)pork-seaweed and 5) pork-takoyaki have been offered. This is the first time for Thai food industry. Five-piece packages are sold in chilled food type at Seven Eleven and 12-piece packages in frozen food type at all branches of Big C, Tesco Lotus, Tops Supermarket, Max Value and Home Fresh Mart, The Mall".
"Because of continuous development of innovation for adding value to products and services, Oishi Group's food business group is confident that it will absolutely become the "Expert of Japanese Food" within 2020, said Mr.Paisarn.
Mrs.Jesdakorn Ghosh, Vice President, Beverage Business, Oishi Group PCL., revealed that "Oishi beverage business in the previous year still showed excellent performance. Its sales revenue was 6,307 million baht or 9% increased contrary to the ready-to-drink tea market that shrank by 2.5%. Its net profit amounted to 641 million baht or grew by 43% as a result of efficient production management, sales planning and marketing campaigns. Growth in international markets leaped to 47%. Oishi is still the first leader of the ready-to-drink green tea market with a market share of 45% by the end of 2015, which left its competitor with a market share of 38% rather far behind because of its strength in all distribution channels: convenient stores, Super Hyper and retail shops".
"As for beverage group plans this year, 11% growth has been earmarked through five key missions driving to success – (1) penetrating the market consistently focusing on the leader of the green tea market by launching promotion campaigns that attract consumers and integrated marketing campaigns emphasizing the selection of tailor-made demands to satisfy the target group of teenagers as well as to increase market shares and sales such as a latest big campaign to welcome the summer "Oishi Code, Golden Neko Cat" invested by Oishi up to 200 million baht. It is a highlight campaign this year to push the sales volume to develop by 15% from the usual period. (2) Expanding the target group is application of product innovation to move forward, especially products that can meet the diverse demands of new generation consumers and health conscious groups and new taste products, particularly fruit flavor tea that makes a quantum leap up to 18-20%. Oishi has started its fruit favor tea markets to create new things to the market and drive it to have a strong growth by launching a new product of green tea called "Oishi-Kyoho-Grape" with soft jelly to attract new target groups and increase more consumption. Teenage groups aged 15 years at least will be highlighted because they enjoy strange, new and joyful products.(3) Increasing an access to target groups via more online channels uses a budget of % of the total budget compared to only 15% of the former budget last year to build connection to teenage groups through online activities. This can help pave the way for building a brand via this channel seriously in the future. (4) Adjusting a portfolio to be clearer includes three flavors of green tea groups: original, Japanese rice and lemon and two flavors of fruit tea: lychee and Kyoho grape. There are three flavors of Fruito brand: strawberry lemon, lemon berry and green apple white grape flavors. (5) Facilitating growth in foreign markets, in particular the Asian region, e.g., Myanmar, Malaysia, Singapore and joining hands with local distributors in enlarging more export markets to Laos and Cambodia underlines 500 ml bottles to penetrate the market based on the research data on behavior of local consumers."